Accessibility isn’t a checkbox—it’s a growth strategy that compounds trust, reach, and revenue with every send when done right in 2025. As one Forbes piece puts it, accessibility belongs in the core of digital marketing because it pays back in loyalty and brand equity, not just compliance points. “Design for the edges, and the center benefits” is more than a mantra—it’s a measurable advantage as new regulations and consumer expectations rise, including the European Accessibility Act 2025.
The WHY?
Inclusion fuels performance: accessible communication expands audience, reduces friction, and signals respect—behaviors consistently linked to better engagement and brand outcomes in research and practice.
Culture meets craft: SHRM emphasizes that accessibility is part of inclusive management, not a side project, which means leaders have to embed it into everyday communication systems, including email.
Engagement risk is real: Gallup’s multi‑year data connects clarity and inclusive communication with higher engagement—critical in a year when global engagement remains fragile.
“Accessibility is good design made accountable—what’s humane is also high‑performing.”
Small fixes with outsized impact
Use a single‑column layout and a clear hierarchy: simpler structure boosts mobile readability and screen‑reader flow, helping more people access the message without cognitive overload.
Respect contrast and color: don’t use color alone to convey meaning, and keep contrast high for copy and CTAs to meet WCAG guidance and real‑world readability needs.
Choose readable type: larger base font sizes, generous line height, and no justified text reduce eye strain and decoding effort across devices.
Write for scanning: short sentences, descriptive subheads, and meaningful link text (avoid “click here”) increase comprehension for neurodiverse and time‑pressed readers.
Always add ALT text and fallbacks: images should never carry the full message; ALT attributes and text equivalents protect meaning when images fail or for screen reader users.
Code-level essentials
Semantic HTML and language attribute: proper headings, lists, and a lang attribute help assistive tech interpret structure and pronounce content correctly.
Tap‑friendly targets: larger buttons with ample spacing reduce motor effort and error rates on touch devices, improving conversion and inclusion.
Balance text-to-image: keep copy present so content is readable with images off and to avoid “image-only” emails that block access and harm deliverability.
“Make the right thing the easy thing—accessibility should be the default path in your templates.”
Regulatory and reputational upside
Anticipate compliance: the European Accessibility Act and broader accessibility momentum elevate risk for inaccessible experiences, making proactive email fixes a brand‑safe investment.
Reputation and reach: Forbes highlights that accessibility initiatives expand markets and strengthen brand perception—especially when embedded across communications, not confined to websites.
“Clarity is kindness—and engagement follows clarity” is a practical mantra for writers and managers alike.
Quick checklist for teams
One column, clear headings, descriptive links, sufficient contrast, and ALT text on every image before QA sign‑off.
Base font 16px+, line height ~1.5, no justified text, touch‑friendly buttons with clear focus states and adequate spacing.
Semantic HTML with lang attribute, text equivalents for image CTAs, and content that stands on its own with images off.
Add accessibility to editorial and design checklists; review with an inclusion lens and track accessibility issues alongside campaign KPIs.
References
https://www.forbes.com/sites/gusalexiou/2025/01/13/how-to-prioritize-accessibility-in-your-2025-digital-marketing-strategy/
